Mumbai: Bigg Boss season 16 has roped in Hershey India as its associate partner. Hershey’s products have brightened the space with their sweetness by satiating the contestants’ sweet tooth, giving them more and more reasons to celebrate and express their emotions.

Hershey’s Kisses has installed its visicooler in the captain’s room, and its ownership belongs to the house captain.

Commenting on the association, Hershey India marketing director Ankit Desai said, "Bigg Boss is one of the biggest reality shows in India and has achieved a cult status. We are thrilled about our partnership with Bigg Boss, and we feel it’s one of the best platforms to reach our audience. Hershey’s is all about building warm connections and celebrating togetherness and I am glad to see that our indulgent range of chocolates has struck a chord with contestants in the house. The partnership has helped us leverage the massive reach and popularity Bigg Boss enjoys among consumers."

Viacom18 head, revenue, Colors Pavithra KR says, "Bigg Boss has reinforced itself as the no. 1 non-fiction show in the general entertainment category by engaging with the audience every single day. The platform has continued to provide brands with innovative ways to integrate. The collaboration with Hershey’s Kisses has helped the brand gain a sweet spot among its target audience through Bigg Boss. Especially Rozik's craving for chocolates and the drama around Hershey’s kisses chocolate station in the captain’s room has given numerous organic stories. Hence the brand became a part of the immersive experience of the show."

The 16th season of Bigg Boss is focused on offering a robust experience to brand partners through means of engagement, excitement & entertainment. The idea is to assist the brands in creating a powerful & impactful narrative that has the potential to build a lasting connection with the audience through content present in multiple markets, cutting across geo-social cross-sections in India.